Home / Lumbung / Belajar Branding dan Positioning dari Warkop “INDRA”, Tarakan

Belajar Branding dan Positioning dari Warkop “INDRA”, Tarakan

| Penulis R. Masri Sareb Putra

Little Singapore Borneo itu, sungguh the best techer. Setidaknya, for me. Betapa tidak!

Beberapa kali ke Tarakan, saya tak pernah alpa mampir di Warkop “INDRA”. Di mana lokusnya? Kasih tahu, gak ya? Gak aja, ya! Nanti dikira agen iklan. Fokuskan saja mata Anda ke plang, papan nama di atas kepala saya. Pada bagian atas ujung jempol. Tertera di situ lokus jalannya, di mana? Clue-nya: tak jauh dari pelabuhan, Tarakan.

“Tak asi,” (belum sah) kata orang Pontianak, jika ke Tarakan tidak menikmati citarasa, sekaligus nuansa, serta kuliner di kota minyak.

Saya bukan hanya menikmati. Juga riset. Hingga ke dalam-dalam.

Apa sebab, bisnis keluarga ini, bisa berkanjang hingga 3 generasi?

Apa yang menjadi kunci-rahasianya?

Saya masuk sampai ke dapur. Rahasia, sebenarnya. Tapi, asal tahu. Tak setiap orang diperkenankan menginjakkan kaki di sini. Apalagi mengamati saksama apa yang menjadi isi perut, rahasia dapur.

Saya lalu mafhum. Tentang branding, dalam marketing.

Branding adalah proses di mana suatu bisnis membuat dirinya dikenal publik. Penciri utama, yang disebut single minded, yang membedakan dirinya dari pesaing. Pencitraan merek, biasanya mencakup: frasa, desain, atau ide yang membuatnya mudah dikenali oleh publik.

Warkop Indra, misalnya. Ia dikenal sebagai warkop terbaik di Tarakan. Tak guna promosi dan iklan. Sebab promosi dan iklan itu dari mulut ke telinga.

Siapa pun, yang pernah datang dan mengecap nikmatinya menu-gizi di Warkop Indra. Tanpa diminta, langsung promosi dan iklan. Seperti saya!

Saya haikul yakin. Setelah masuk hingga isi perut, wawancara pemilik dan pengelolanya. Bahwa hasil JUALAN KOPI tidak lebih banyak dari HASIL JUALAN BUBUR IKAN, BUBUR AYAM, dan…. yang terkenal BAKPAO.

Apakah saya kupas semua rahasia di balik sukses family bussiness semacam ini?

Tentu tidak!

Ia hanya akan jadi semacam “patok duga” bagi saya. Yang telah, sedang, dan akan menjalankan bisnis serupa.

***

Bionarasi

R. Masri Sareb Putra, M.A., dilahirkan di Sanggau, Kalimantan Barat pada 23 Januari 1962. Penulis Senior. Direktur penerbit Lembaga Literasi Dayak (LLD). Pernah bekerja sebagai managing editor dan produksi PT Indeks, Kelompok Gramedia.

Dikenal sebagai etnolog, akademisi, dan penulis yang menerbitkan 109 buku ber-ISBN dan mempublikasikan lebih 4.000 artikel dimuat media nasional dan internasional.

Sejak April 2021, Masri mendarmabaktikan diri menjadi Kepala Pusat Penelitian dan Pengabdian kepada Masyarakat (PPM), Institut Teknologi Keling Kumang.

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